You will be amazed to know that 46% of Google searches worldwide are with local intent. The number is huge, right? So, it is much more crucial you rank your business online for local search. In this case, Local SEO comes.
Local SEO is a key strategy for businesses. It helps them attract nearby customers. It involves optimising a business’s online presence to appear in local search results. This caters to users searching for products or services in their area.
Whether you’re a small business or a large, multi-site business, you must understand Local SEO for your online presence. In this guide, we will comprehensively discuss local SEO for beginners so that you can implement the right strategy for your local business.
Table of Contents
What Is Local SEO?
Local SEO is a particular SEO (Search Engine Optimisation) strategy where it helps your location-based business to rank on search engines. It is an unpaid and organic SEO strategy that ranks your business for particular locations in Google Search, Google Maps, and other search engines.
Local search results show two types of local results: local pack (Google Maps and business listing) and organic blue link results.
For example, when we searched for the “best cleaning service in Brisbane,” Google showed us the results in the following way.
How Local SEO Works
Local SEO differs from traditional SEO. It focuses on optimising your business for location-based searches. Search engines, particularly Google, use a variety of factors to determine local rankings.
For example,
- The relevance of your business to the search query, like what it offers.
- Proximity factor: the distance between the business location and the searcher.
- The prominence of your business online is how trustworthy it is.
When users search for terms like “bike shop near me” or “plumbers in Brisbane,” Google uses a combination of algorithms and signals. They include your business’s
- Google My Business (GMB) profile,
- online reviews,
- local keywords, and
- NAP citations, etc.
The precise algorithm ensures the most relevant local results.
Why Is Local SEO Important?
Local SEO is crucial for your business because a huge number of people search for local businesses (physical stores or services) online. According to RED SEARCH, in Australia,
- 46% of Google searches are with local intent.
- A total of 30% of searches on mobile devices are location-related.
- 66% of users use business information sites (business directories) to find a local business.
- “Near me” searches have increased by 136% in 2023 in Australia.
- More than 85% of people read online reviews before purchasing.
On the other hand,
- 91% of Ausis shoppers search online before going to a store, and 61% of Ausis consult with Google for in-store queries.
- “Near me” searches have increased by 500% worldwide.
- 80% (4 of 5) of consumers use search engines to find local information. Among them, 88% of consumers use smartphones, and 84% use computers/tablets.
See, there are billions of potential customers online searching for products and services you provide. Local SEO will reach your business to your potential customers. So, you shouldn’t miss the opportunity.
How to Do Local SEO With Local Search Ranking Factors
To rank your business in the first SERP( Search Engine Result Page), you have to focus on several local search ranking factors.
These factors work together to enhance your business visibility in Google Search and attract customers.
#1 Optimise Your Google Business Profile (GBP)/ Google My Business (GMB)
One of the most crucial aspects of local SEO for your business is the creation and optimisation of your Google Business Profile (GBP). This was formerly known as the Google My Business (GMB) profile.
GMB is a free tool that allows you to list your business in Google. It offers to manage how your business appears in local search results and on Google Maps. Optimising your GMB profile is crucial for improving your business’s visibility in local searches. This includes adding accurate information about your business and completing the business profile.
A BrightLocal study shows that a GBP increases the chance of ranking in the local pack by 32%.
An optimised profile with accurate information ranks your business. It also ensures more people come to your website and are ultimately converted into leads.
Google says that 70% of consumers are more likely to visit your store if you have a complete GBP with accurate information. Aside from this, 50% are more likely to purchase your product or service as well.
GBP is a huge ranking and business factor. So, ensure you have provided accurate and all necessary information about your business in your GBP. Keep the following checklist in mind.
- Business name
- Specific business category
- Business Location
- Phone number
- Social profiles
- Website
- Business hours
- Weekend (If any)
- Add products or services you offer
- Add your business areas if you provide any by going there
- Add online business attributes
- Make sure your business description is real and personalised. So that it attaches consumers emotionally.
- Set your business opening date. Google will use it as your years of experience and let people know it.
- Share your review link for your business so that customers can review it.
Keep Your Google My Business (GMB) Active
Aside from making a complete profile, post regular updates, respond to customer reviews, and add high-quality images to your business profile. Also, keep your business information up to date.
If you have any special offers or sudden business holidays, update them in your profile. This will let Google know that you are truly engaged with your business, which will ultimately allow Google to consider your Business Profile to rank higher.
#2 Get Listed in Local Business Directory Listing
Beyond Google Business Profile, your business should be listed on various online directories. For example, you should get your business listed in the following directors:
- Yelp
- Mumbrella
- FourSquare
- LocalSearch
- True Local and other local business directories relevant to your industry.
These listings are an essential part of Local Search Optimisation. They increase your business’s online visibility and authority.
Consistent information across directories, especially in relation to your NAP, is vital. Any inconsistencies in information can confuse Google. This will reduce your chances of ranking well in local searches.
#3 Ensure NAP Consistency (Name, Address, Phone Number)
NAP refers to your business’s Name, Address, and Phone Number. You generally cite these in the directories where you listed your business.
Your business’s Name, Address, and Phone Number (NAP) must be consistent across the web. This is crucial for local SEO and citation building, as search engines use NAP details to verify your business’s legitimacy.
Keep your NAP info the same across your website and all platforms. That includes your GMB, directories, social media, websites, and review sites. This helps search engines trust your business and boosts local rankings.
Otherwise, inconsistent NAP details across these platforms can lead to confusion. As a result, this will create a lack of authorisation and negatively affect your rankings.
To avoid this, regularly audit and update your NAP information across all platforms. If you change your business location or phone number, update all these across all platforms on which you have listed your business.
Also, send friendly emails to the online platform’s subscribers to inform them of the update. This will show your commitment to the business. It will build trust with your audience.
#4 Get Reviews and Ensure Proper Online Review Management
Customer reviews are more than just testimonials; they’re a vital component of local SEO. 93% of customers see online reviews before purchasing a product or service.
Positive reviews not only enhance your business’s reputation. Reviews prove your business validity and expertise or testify your products are good. Reviews enhance the possibility of purchasing the product or services by 270%.
As a result, potential buyers get confidence to purchase your service or products. They not only enhance your business credibility but also contribute to higher local rankings.
Encouraging happy customers to review your GMB profile and other business directories can greatly boost your local SEO.
So, remind and encourage your customers to give reviews on your service. You can ease the online review system by making a QR code and simply putting it on the payment desk.
This will help customers to review your business easily. You can embed multiple business profile review links so that you can get reviews in most of your business profiles along with GBP.
However, getting the reviews on GBP is recommended since they are shown in the map pack while you get ranked.
Reviews can be both positive and negative. So, respond to both types of reviews.
This indicates you care about your customers. You can also explain against the negative reviews and can reassure your customers that you will improve the services fast.
Google values businesses that engage with customers and have an active online presence. Effectively managing your online reviews builds trust and credibility. These are key to attracting local customers.
However,
- Don’t ask customers for positive reviews. Just simply give them a humble reminder for reviews.
- You can humbly ask them for your preferred review platform. We suggest Google Business Profile reviews.
- Don’t offer money for reviews. This is against Google’s rules, and it decreases your credibility with the customers.
#5 Do Precise Local Keyword Research
Keyword research is among the most crucial parts of local SEO and general SEO. Suppose you have a cleaning service in Brisbane. But no content among all of your website content contains any relevant terms that show your business is in Brisbane.
People won’t find you. So, researching and implementing the relevant terms, which we call local keywords, is crucial to reach your targeted customers.
Using local keywords is a strong way to ensure your business appears in relevant local searches. Local keywords include your city, neighbourhood, or region, plus your products or services.
For your SEO service in Brisbane, use keywords like “best SEO services in Brisbane” or “Brisbane SEO services.” They can help attract local customers. Use local keywords in your site’s content, metadata, and URLs. This ensures your business targets the right audience.
Ranking for the particular keywords for the business drives targeted organic search traffic to your website.
Here is a quick summary of local keyword research tactics you should follow for your business.
Find Service-Based Keywords
- Brainstorm a list of services you offer (e.g., a cleaning service may list “House cleaning” or “Cleaning toilet”).
- Use keyword research tools like Ahrefs, Semrush, or Google Keyword Planner to expand the list and discover related service keywords.
Research Your Competitors
- Use tools like Semrush’s Keyword Gap tool to find keywords your competitors rank for, but you don’t.
- Filter out irrelevant keywords (e.g., keywords containing competitor names) and focus on relevant terms.
Check Search Volumes
- Use tools like Google Keyword Planner, Semrush, or Ahrefs to estimate search volumes for your state, city, or town.
- Prioritise keywords with higher search volumes to drive more traffic.
Check for Local Intent
- Search for your keywords on Google and look for map packs and local results.
- If there are no local results, the keywords are unlikely to be relevant for local SEO.
Assign Keywords to Relevant Pages
Allocate different keywords to specific service pages on your website. For example, if you offer cleaning services in Brisbane, assign “Cleaning services in Brisbane” to your landing page.
But, if you want to assign “house cleaning in Brisbane” and “Commercial cleaning service in Brisbane,” assign them to two different service pages.
Use Google Autocomplete
- Start typing in relevant terms in Google search (e.g., “cleaning services”) to discover long-tail local keyword suggestions.
- Adding local modifiers (e.g., “cleaning services Sydney”) can reveal more valuable keywords.
Utilise Google Keyword Planner for Free
- Use the “Discover new keywords” feature to generate keyword ideas.
- Utilise local search data in Keyword Planner to prioritise which keywords to target.
#6 Create Helpful Content and Optimise On-Page SEO
Content is king. So, if you want your website to get ranked, you must create and post helpful content for your targeted audience.
Make content to the point, and avoid any type of fillers, jargon, and repetitions.
For example, if you write content on “how to make chicken steak,” you should discuss all about how to do it. You should not talk about what chicken steak is.
Never leave the audience uncertain about any topic. Make sure they get all the answers they are looking for.
Along with good content, optimise your content for on-page SEO. On-page SEO is the organic way of SEO to rank your website content. On-page SEO increases the chance of ranking for your business for local organic search by 36%.
Here is the checklist to follow for the best on-page SEO practice.
- Ensure the title tag is under 60 characters and includes the primary local keyword.
- Confirm that the title tag matches both the search intent and the page content.
- Verify the H1 tag is consistent with the title tag.
- Check that the URL includes target keywords, is user-friendly, and fits within the site’s structure.
- Confirm the meta description is competitive, includes the target keyword, and is under 160 characters.
- Verify the introduction contains the target keyword.
- Ensure the content addresses the search intent for the targeted local keyword.
- Add authentic external links and check that all external links are correct and relevant.
- Ensure internal links are placed in appropriate sections, using broad or exact match anchor text.
- Check that internal links support the topic cluster strategy. They should link to important pages without being overused.
- Ensure keywords, variations, and synonyms are used naturally without being overdone.
- Confirm the content includes related terms and phrases. Use tools like Semrush, Ahrefs, and Google NLP API to help.
- Make sure the H2 tags align with top competitors and offer more value or a better experience.
#7 Make Geo-Targeted and Location-Based Content
Geo-targeted content is designed to appeal to users in a specific location. Creating content for your local audience can boost your local search ranking.
For example, if you have a driving school in Sydney, you can write content about driving rules there. This will prove your knowledge and expertise in your service areas.
You can also use location-based marketing. It tailors your offers to specific areas. This boosts your visibility in local searches.
#8 Do Local Link Building
Local link building refers to the process of acquiring backlinks from local websites. Backlinks from reputable local sources can boost your local SEO. These include community blogs, local news, and business directories. These links help search engines see your business’s local relevance.
To build local links, collaborate with local businesses. Sponsor local events or join community projects. These activities can generate valuable backlinks that improve your local rankings.
#9 Optimise Mobile SEO for Local Searches
With the rise of smartphones, mobile optimisation is no longer optional—it’s a necessity. Mobile SEO for local searches makes your site mobile-friendly. It must be responsive, fast, and easy to navigate. Smartphones are often used for local searches. Users want nearby services while on the go.
A mobile-friendly website boosts user experience. This improves your local search rankings. Google prioritises mobile-optimised sites for local searches. According to Red Search, 30% of total Google searches performed by mobile devices are location-related in Australia. Also, 57% of the total local search is performed by mobile devices in Australia.
So, your site must be responsive and perform well on mobile devices.
For mobile SEO,
- Reduce image sizes to improve load speed.
- Use responsive design.
- Ensure clickable elements are easy to access on mobile screens.
#10 Optimise Proximity-Based Searches
Proximity-based searches rely on the physical distance between the searcher and your business. Search engines give preference to businesses that are closest to the user. This is especially true for mobile searches.
So, it’s critical to have an accurate GBP/GMB profile and NAP. This will help you benefit from proximity-based search results.
#11 You Can Use Local Schema Markup
Schema markup is a code you use on your website that forms structured data about your products or services. As a result, Google can understand your business well. This helps Google show detailed business information in local search results.
The following image is an example of a search result website with schema markup. Google shows reviews of websites, recipes, categories of products, and how long they need to be made.
Adding local schema markup to your site can boost your local search presence. It may also help you appear in rich snippets or enhanced search results.
Final Thoughts
Local SEO is a powerful strategy for any business looking to attract customers in their area. Optimising local search boosts businesses’ visibility in local results. It helps them connect with nearby customers and increase sales. Local SEO relies on many factors. They include optimising your GMB profile, maintaining NAP consistency, and building citations.
For expert help to boost your local SEO, you can rely on SEO 4Business Group. With expert staff and years of experience, we provide SEO solutions across Brisbane. We tailor our local SEO strategies to boost your search ranking to the top organic result. Let us help you reach more local customers and grow your business effectively.
